Building a marketing persona
There are many layouts available on the internet that highlight the attributes of what a good persona should contain. However, this can become very confusing if you don’t know what you’re looking for!
Creating a persona is an easy seven-step process. As a starting point, this process have been outlined below for you. You can add more information and customise your persona based on the product or service you are promoting through your business.
Step 1: Title
Decide on a fictional name, along with a quick statement or quote that represents the person’s attitude toward the category. If you’re targeting a business market you may also want to include the title of the job they hold in the company.
Step 2: Photo
Next, put a face to the name you created. Including a photo that represents your typical customer or consumer will bring your persona to life. It’s much easier to focus on a real person rather than a piece of paper.
Step 3: Target audience description
Create some bullet points on the customer’s/consumer’s demographics, and develop a narrative or story of their lifestyle and behaviours and how this relates to your product or service and category of products or services.
Step 4: Likes
In this step focus specifically on the likes of the customer or consumer. What are they into? Do they like sports, food, fashion, technology etc.?
This step starts to link the customer/consumer profile with their personality and you should start to see those areas that could present marketing opportunities for your business. Also consider their media usage habits as this can also provide an opportunity for marketing.
Step 5: Location
Think about the geographic location of your customer or consumer. Sometimes geography plays a large part in who will buy your product or service and how easy it will be to deliver the product or service they purchase from your online business.
Step 6: Motivations
Identify what motivates them to consider purchasing the product or service and what their attitude is toward the category.
© RMIT University 2017